Abstract:
Social media being information-intensive activity for every business and recognized as irresistible for tourism sector. Tourism consumers need information that can help them in the process of travel planning and decision making related to the selection of tourist destinations as well as of different types of tourism products. This study was aimed to determine the effect of social media marketing on destination image of hospitality and tourism industry in Gondar city. The study employed explanatory research design with convenience sampling technique to select samples from the target population of foreign and domestic tourists. Statistical data was collected from 367 through structured self-administered survey questionnaire. The data were analyzed through descriptive and inferential statistics by using SPSS version 20. The finding of the study revealed that quality contents of social media, trust, Involvement of Destination Marketing Organizations (DMOs) and Integration of social media with other marketing activities have positive and significant effect on destination image of hospitality and tourism industry. It is recommended that hospitality and tourism marketers should increase their efficiency in promoting their activities through effective utilization of social media platform along with other marketing activities to showcase at large the City and Country as tourist destinations of choice.
